Relationship Between Soldiers' Skin Concerns and Cosmetics Purchase Intention: Mediating Effects of Skin Stress and Skin Knowledge

The purpose of this study was to analyze the relationship between skin interest factors, skin stress, skin knowledge, and cosmetics purchase intentions of 300 soldiers and discuss implications based on this. The results of the study were as follows: First, the skin interest factors of soldiers were shown to be general interest in beauty, problematic skin, dryness, and redness, etc., and the types of skin interest factors were shown to be skin interest factors. Second, the results of the study confirmed the average difference of major variables according to the general characteristics of the research subjects, and some significant differences were found in gender, age, education level, rank, and sunlight exposure time. Third, the higher the score of beauty interest, problematic skin, skin dryness, and redness, the more skin stress tended to increase. Fourth, the higher the interest in beauty, the more skin knowledge increased, which was shown to be a factor that increased the intention to purchase cosmetics. Fifth, the results of controlling various variables showed that skin knowledge had a positive effect on the intention to purchase cosmetics, and skin stress did not play an important role in this relationship. Sixth, as a result, the higher the level of beauty interest factors, the more skin knowledge increased, which was confirmed to be a mediating path that increased the intention to purchase cosmetics. This study suggests that soldiers can recognize their own skin interest types and that education and management are necessary to increase individualized beauty interest. In addition, this study provides basic data for policy suggestions to increase skin care and beauty interest within the military by applying the results of this study to skin care education programs and cosmetics marketing strategies.